Mobile Paid Search? Targeting Insurance Consumers on Mobile Devices
Do you own a Smartphone? How about a tablet? If you are like most people, these devices are an important part of your everyday life. We rely on our phones for a lot more than making calls. In fact, more and more people stay connected to email, surf the web, and shop using their Internet-connected devices.
For years we have been hearing how mobile phones are going to overtake PCs as the main way people get online. We haven’t reached that point yet, but the recent mobile statistics are staggering. When it comes to consumer behavior, we see some pretty remarkable trends:
• 47% of consumers use their Smartphone to search for local information such as a local storefront they want to visit.
• Nearly two out of three shoppers use a Smartphone to research and purchase while shopping.
• 80% of mobile users prefer locally relevant advertising and are more likely to take an action after seeing a location-specific message.
• 65% of mobile users used their mobile device to find a business to make an in-store purchase.
• By 2015, it is predicted that mobile shopping will account for $163 billion in sales worldwide.
So, what does this mean for insurance agency owners and advertisers? For many, it means a total shift in how they approach advertising on the Internet. As more people choose their phone or tablet as their primary way to search for goods and services, more attention must be paid to how ads are presented to them.
Mobile device advertising allows agencies to dramatically extend the reach of their online SEM (pay-per-click) campaigns. Recently Google created a new type of ad campaign called “Enhanced.” The new campaigns let SEM managers manage complex targeting, bidding, and ads for different platforms. You can now run a single campaign that targets computers, tablets, and Smartphones. Along with the Enhanced campaigns, Google has just announced the rollout of their new mobile adjustments for AdWords accounts.
This new system allows SEM managers to adjust bidding at the ad group level within the campaign. You will now be able to set bulk bid adjustments for locations, day-parts, and devices. This ultimately saves time and provides more control and precision over bids within a campaign. This is a huge upgrade, since originally mobile bids adjustments were only available at the campaign level.
As mobile search becomes more prevalent, it’s important not to overlook your mobile ad campaigns. This is true for businesses selling goods, but also applies the service industry. Businesses such as insurance agencies need to stay ahead of the curve when it comes to advertising. Many agencies have only recently started advertising online and may feel that what they are doing with paid search is enough. Those are the agencies that will ultimately be left behind and leave revenue on the table.
With the new Google updates, agency owners and their SEM managers are being given the right tools and greater flexibility to analyze mobile search data and make quick changes when warranted. Ad group mobile bid adjustments should be available to all users sometime in May.